Functions of Mass Communication

Surveillance (beware)

Definition

Beware surveillance of Warning, occurs when the media inform us about threats from terrorism, natural calamities, like storm, hurricanes, and erupting volcanoes, depressed economic conditions, increasing inflation or military attacks, These can be about immediate threats.

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The surveillance function can be divided further into two types : Warning or beware surveillance and Instrumental surveillance.

Warning or beware surveillance occurs when the media informs us about threats from weather changes, depressed economic conditions, heavy rains, military or terrorist attack, cyclone, and war.

The function of mass media is to observe the society closely and continuously in order to warn about threatening actions to the mass audience that are likely to happen in future in order to decrease the possible losses.

A picture to demonstrate the function

Two examples from different channels of media, e.g., Television/Radio/Social Media/Websites

Example 1: this example shows that the UK will face a low pressure anchored this week.

Example 2:

Surveillance (Instrumental )

Definition

The second type is instrumental surveillance, has to do with the transmission of information that is useful and helpful in everyday life. News about what films are playing at the local theaters, stock market price, new products, fashion ideas, recipes, political/sports information are example of instrumental surveillance.

A picture to demonstrate the function

Two examples from different channels of media, e.g., Television/Radio/Social Media/Websites

Example 1: this example is about the sales on bags

Example 2:

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Interpretation

Definition

The interpretation function is associated with elucidating messages or events more explicitly and providing contexts for any new information in ethical ways. In essence, the mass media often give meaning, commentary and significance of an event for the typical audience to understand the concepts and information comprehensively and succinctly. The cable television, newspaper editorials often give interpretations associated with the current events such the global warming issue.

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The main role of the media is searching and selecting the most significant news by researching sources, facts as well as stories about a particular event that the public is supposed to know.

Typically, the mass media such as the newspapers often give commentary regarding important events thus breaking the concepts into simplified pieces of texts that the reader can understand.

Apart from reporting factual news, the reporters often go further to explicate about the events they are covering and give out a deeper analysis of the events they are covering.

To provide the deeper understanding of events and issues, the media houses often interview experts who offer their professional view regarding the reported issues thus leaving the audience informed.

Unlike the typical reporting, interpretation function is associated with providing knowledge to their audience.

The interpretative contents such as editorials, news analysis, columns as well as commentaries are prepared and reported by journalists with vast knowledge of the background information about the event and often have a strong analytical capability.

A picture to demonstrate the function

Two examples from different channels of media, e.g., Television/Radio/Social Media/Websites

Example 1: An editorial content was giving a profound analysis of the Syria War: an augmenting threat to Israel.

Mass media is able to join different elements of society that are not directly connected.

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Advertising links the needs of buyers with the products of sellers. For example, mass advertising attempts to link the needs of buyers with the products of sellers.

When geographically separated groups share a common interest and are linked by the media. Example: publicity about people suffering from the same sickness come together and prompt the government to take action.

Through reading newspapers, MPs keep in touch with their constituents.

There is, however, hate sites on the internet that terrorist use to spread propaganda and recruit new members.

A picture to demonstrate the function

Two examples from different channels of media, e.g., Television/Radio/Social Media/Websites

Example 1: The dating services such as Facebook, eBay online auction site enable people who want to buy or sell items to link up.

Example 2:This example shows how people can discuss the similar topic that interest them.

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Socialization

Definition

Socialization is a way an individual comes to adopt the behaviors and values of a group .After reading, watching or listening we come to know how people live, act and what values are important. For instance media tries to stereotype people on ethnic, tribal, religion etc which make us have an idea on the behaviors of different people.eg media portrays Muslims with terrorism, which make many people fear joining the this religion.

Sometimes, the media try to instill values and behavior in the audience e.g. newspapers report whether accident victims were wearing seat belts or not at the time of the accident. This informs the public about the importance of putting on a seat belts while traveling.

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This function of the mass communication has helped in stabilizing the society as the common values and experiences are passed down to all members of the society hence creating a common bond.

This function has also limitations in that young people who watch programmes with a lot of violence might be socialized into accepting violence as a legitimate method of solving problems.

It has also been argued that for many years, the image of the minority groups in America transmitted from one generation to the next by the mass media reflect the stereotypes that held by the whites against blacks. The black Americans have been depicted for many years as primitive, lower class and can only do sub-ordinate roles.

A picture to demonstrate the function

Two examples from different channels of media, e.g., Television/Radio/Social Media/Websites

Example 1: this example shows how a religious group influences each other

Example 2: This shows the love of emirates for their country and how they are united

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Entertainment

Definition

Motion pictures and sound recordings are meant for entertainment.

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Research has shown that newspaper contain 12-14% entertainment content such as sports news.

Three quarter of TV’s progammes is entertainment such as music movies among other forms. Entertainment on the radio depends on the radio’s format. For example Radio Jambo has a lot of its sessions set for sports while other like Sayare has mainly Christian content.

A picture to demonstrate the function

Two examples from different channels of media, e.g., Television/Radio/Social Media/Websites

Example 1: this example shows did people used the social media as a way of entertainment.

Example 2: Instagram (@binbaz) a social account that raises social issues in a comedy way.